{"id":290682,"date":"2015-11-08T12:21:00","date_gmt":"2015-11-08T11:21:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-franchise-definition-et-mode-demploi-5839"},"modified":"2015-11-08T12:21:00","modified_gmt":"2015-11-08T11:21:00","slug":"la-franchise-definition-et-mode-demploi-5839","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-franchise-definition-et-mode-demploi-5839","title":{"rendered":"La franchise, d\u00e9finition et mode d\u2019emploi"},"content":{"rendered":"
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Une entreprise de vente de produits et\/ou de service d\u00e9cide de collaborer avec une autre tout en \u00e9tant toutes les 2 ind\u00e9pendantes juridiquement et financi\u00e8rement. D\u2019un c\u00f4t\u00e9 le franchiseur qui d\u00e9tient un concept \u00e9prouv\u00e9 et de l\u2019autre, le franchis\u00e9 qui cr\u00e9e une entreprise pour dupliquer le concept du franchiseur. <\/b>
 
Le franchiseur <\/b>transmet son savoir-faire<\/b> par le biais d\u2019une formation initiale et continue<\/b> afin que le franchis\u00e9 puisse acqu\u00e9rir les comp\u00e9tences n\u00e9cessaires pour r\u00e9it\u00e9rer la r\u00e9ussite du concept. Une r\u00e9ussite qui trouvera son fondement dans la mise en commun de comp\u00e9tences, de moyens et de partage de valeurs telles que la loyaut\u00e9, l\u2019\u00e9quit\u00e9 et la confiance. <\/p>\n

Les deux parties profitent des avantages de ce mod\u00e8le \u00e9conomique :
Le franchiseur<\/b> : Il acc\u00e9l\u00e8re le d\u00e9veloppement  de son r\u00e9seau, prend des parts de march\u00e9, all\u00e8ge ses investissements et rentabilise ses services centraux par le CA apport\u00e9 par les franchis\u00e9s.
Le franchis\u00e9<\/b> : Il a plus de chance de r\u00e9ussir qu\u2019en se lan\u00e7ant seul. Il profite d\u2019un savoir-faire, d\u2019une notori\u00e9t\u00e9, d\u2019un suivi, d\u2019une assistance\u2026 .<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La franchise, pour qui ?<\/h3>\n
Elle s\u2019adresse \u00e0 tous ceux qui souhaitent se lancer dans l’entrepreneuriat. Vecteur de cr\u00e9ation d\u2019emplois, la franchise s\u00e9duit de plus en plus d\u2019entrepreneurs<\/b> qui souhaitent se mettre \u00e0 leur compte. La franchise offre de nombreuses opportunit\u00e9s, quel que soit le secteur d\u2019activit\u00e9 d\u00e9sir\u00e9 et quel que soit l\u2019apport personnel dont dispose le candidat.<\/p>\n

La franchise s\u2019adresse \u00e0 tous type de profils professionnels. Elle est une solution ad\u00e9quate par exemple pour les personnes en reconversion professionnelle mais de nombreuses personnes d\u00e9j\u00e0 \u00e0 leur compte optent aussi pour la franchise. Psychologiquement il faut quand m\u00eame \u00eatre \u00e0 la fois autonome et respectueux des r\u00e8gles du r\u00e9seau lesquelles sont connues \u00e0 l’avance i on veut bien se donner la peine de les \u00e9tudier avec attention avant de signer un contrat.<\/p>\n

La r\u00e9daction vous recommande cet article : Avez-vous le profil id\u00e9al du cr\u00e9ateur d’entreprise<\/a> ?<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La franchise s\u2019exporte aussi \u00e0 l\u2019international<\/h3>\n
Pour l’exemple, environ 350 r\u00e9seaux fran\u00e7ais ont au moins une implantation en franchise \u00e0 l\u2019\u00e9tranger<\/b>. Les secteurs les plus pr\u00e9sents \u00e0 l\u2019export sont la mode, la coiffure et l\u2019esth\u00e9tique, la restauration rapide, l\u2019\u00e9quipement de la maison et l\u2019alimentaire. Les pays francophones sont naturellement friands de franchises fran\u00e7aises. Parmi eux, le Qu\u00e9bec, la Belgique et le Maghreb exportent encore peu de concepts mais cela viendra.<\/p>\n

Les enseignes \u00e9trang\u00e8res qui viennent s\u2019implanter en France sont plus nombreuses aussi<\/b>. En 2014 on recensait environ 260 r\u00e9seaux contre environ 150 en 2009. Elles couvrent les secteurs de l\u2019\u00e9quipement de la personne, la restauration rapide, les services auto, l\u2019alimentaire, la coiffure  et l\u2019esth\u00e9tique. Ces enseignes viennent souvent de gros pays de la franchise comme les USA, l’Espagne et l’Italie. Les concepts anglais, allemands etc… ont plus de mal, souvent pour de complexes et vari\u00e9es raisons de culture professionnelle ou de diff\u00e9rences profondes des march\u00e9s mais parfois aussi pour de simples pr\u00e9jug\u00e9s.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La franchise en quelques chiffres<\/h3>\n
La franchise est un mod\u00e8le \u00e9conomique tr\u00e8s pris\u00e9. <\/p>\n

En France le nombre de franchis\u00e9 est d’environ 68 000 selon la fff qui chiffre \u00e0 environ 1800 le nombre de franchiseurs en 2014 contre environ 500 en 1997. Selon une \u00e9tude de la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise, la franchise aurait permis la cr\u00e9ation de 335 000 emplois. Les r\u00e9seaux de franchise g\u00e9n\u00e9reraient plus de 51 milliards d\u2019euros de chiffre d\u2019affaires. Notez que nous pla\u00e7ons souvent le mot \u00ab\u00a0environ\u00a0\u00bb car tout d\u00e9pend de la d\u00e9finition du mot franchise qui peut \u00eatre pris au sens strict du contenu du contrat ou dans un sens plus large incluant des contrats proches comme la concession, la licence de marque, etc….<\/p>\n

La Belgique est aussi dynamique avec une offre tr\u00e8s internationale mais avec des difficult\u00e9s de rencontre entre l’offre et la demande. Nous y reviendrons.<\/p>\n

Au Maroc, on lit souvent qu’il y aurait environ 400 r\u00e9seaux de franchise mais il n’y a que 2000 franchis\u00e9s car :
– cette statistique du minist\u00e8re du commerce marocain inclut les marques \u00e9trang\u00e8res qui ont un seul magasin sous leur marque dans le royaume.
– la plupart des enseignes \u00e9trang\u00e8res pr\u00e9sentes sont bloqu\u00e9es \u00e0 une, deux ou trois unit\u00e9s souvent \u00e0 cause du niveau de vie inf\u00e9rieur \u00e0 leur march\u00e9 d’origine ou par m\u00e9connaissance du march\u00e9 marocain. Quant aux franchiseurs marocains, beaucoup ont d\u00e9chant\u00e9 et ont renonc\u00e9 \u00e0 la franchise apr\u00e8s s’\u00eatre lanc\u00e9 un peu \u00e0 l’aveuglette ou apr\u00e8s des d\u00e9m\u00eal\u00e9s avec des franchis\u00e9s qui n’avaient m\u00eame pas lu leur contrat avant de le signer et n’avaient aucune envie de suivre des r\u00e8gles.<\/p>\n

En Tunisie, le march\u00e9 est naissant. Il y a quelques dizaines de r\u00e9seaux mais nous ne serons pas surpris d’atteindre le chiffre de 100 r\u00e9seaux en 2016 ou 2017.<\/p>\n

Quant \u00e0 l’Alg\u00e9rie, c’est encore le pays de l’espoir. De accords sont conclus cependant malgr\u00e9 un contexte freinant l’exportation des capitaux.<\/p>\n

Il faut noter que dans les 3 pays du Maghreb il y a souvent, dans le textile, les supermarch\u00e9s et la restauration des accords donnant \u00e0 une seule entreprise la possibilit\u00e9 et le devoir d’ouvrir toutes les unit\u00e9s du march\u00e9 sans sous-franchiser. On parle alors \u00e0 tort de mater franchise car la master franchise suppose que l’on sous-franchise justement.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Une entreprise de vente de produits et\/ou de service d\u00e9cide de collaborer avec une autre tout en \u00e9tant toutes les 2 ind\u00e9pendantes juridiquement et financi\u00e8rement. D\u2019un c\u00f4t\u00e9 le franchiseur qui d\u00e9tient un concept \u00e9prouv\u00e9 et de l\u2019autre, le franchis\u00e9 qui cr\u00e9e une entreprise pour dupliquer le concept du franchiseur.  Le franchiseur transmet son savoir-faire par 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